The 2008 concept recognises the need for Jewellex to be acknowledged as a major player in the global jewellery trade show arena, and as such focuses around the theme of ‘more'. “Jewellex IS about more,” says Lorna Lloyd, chief operating officer of the Jewellery Council of South Africa (JCSA).
“It's more than just dazzling diamonds, glittering gems and prestigious brands. It's more about about people, more about doing business; about showcasing the jewellery and watch industries to key target markets; more about innovation and a shared passion, more about exciting new technologies, and more about sharing information, exchanging ideas and about networking.
“The energized Jewellex 2008 campaign will focus on three images across a single concept and theme, affording exciting and dynamic continuity of the same, while allowing outstanding versatility wherever used. It also synergises beautifully with the universal notion that jewellery is also about art and of being artistic – and all this encompasses,” explains Lloyd.
A proactive, sustained media and PR campaign encompassing regular press releases to targeted markets has also been implemented by Blue Planet Media to promote Jewellex 2008 to relevant local and international marketing and trade media such as SA Jewellery News, Tick Tock magazine, GZ magazine and JCSA global contacts at VicenzaFiera, Baselworld, Inhorgenta, IJL etc, as well as international press with whom JCSA has long-established working relationships.
More than 80% of printed items for Jewellex 2008 will be printed using SAPPI Triple Green –an environmentally-friendly paper which, comments Lloyd, “adds to an increasing global spirit of companies doing whatever they can, when they can, in this area. It will undoubtedly elevate Jewellex's status as an environmentally-aware event and as an organisation which supports the use of recyclable, biodegradable and acid-free local paper, produced from certified and sustainable raw materials.”
